The view rate is a ratio of unique views over impressions. Unique views are based on the number of distinct users who have viewed your stories at least once within 7 days. Impressions are counted every time a story is loaded on your website.
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For example: if your unique views show 10 and your impressions 100, your view rate will be 10% indicating that 10% of your unique users over a period of 7 days have viewed at least one of your stories.